Evo Max
Tech21 2021.
A ultra-impact protective case, designed to disrupt the $200 million rugged case market. Initially launched in Best Buy for iPhone 13, with the second generation Magsafe® version launching in Apple Store in 2023.
Offering over 6x more effective impact protection than the closest competition, and outperforms all other best selling rugged cases in independent tests. Keeps an iPhone safe from damage from 20 drops up to 20ft (an industry first) – more than twice the maximum height our competitors claim to protect from after just one drop.
Identify, then Innovate.
Extensive market research & competitor product reviews allowed us to understand exactly what opportunities there were in this product category.
Detailed user research & testing throughout the development process ensured that new insights were consistently fed back into the design process, allowing us to optimize the product further.
Ideation consisted of iterative rounds of sketching, card & 3-D printed prototypes to evaluate usability and mechanical feasibility. This then moved into higher fidelity samples using CNC & finally molded production samples.
Defining a Design Language.
Beyond the performance, aesthetics were highly prioritized in designing this product range. Recognizably protective visual cues such as heavy wear textures and angular surfaces were used to create a product that was rugged but refined.
Looks Tough, Because It Is.
The design features a 3-layer iframe construction comprised of TPU, Polycarbonate and Flexshock™ impact- absorbing material. This allows best-in-class impact absorption whilst still remaining lightweight and compact.
Hardwearing textures are used throughout to improve scratch resistance and rolled surfaces allow the product to fit comfortably in the hand.
Next level Camera Protection.
Cameras have rapidly become the defining feature of a smart phone. With larger and more expensive lenses, camera protection is critical to many users. The camera cover fully protects the camera lenses from impact and scratches, and adds less than 4mm to the product thickness. The camera slider can be rapidly opened and closed to ensure the user never misses that vital shot.
Mass Production.
The final product required three separate shots for the multi-layered case shell, as well as numerous other toolings for the rest of the components. A CMM ensured that parts were to specified tolerances. Earlier generations of the product required secondary assembly processes such as ultrasonic welding, however the construction was optimised over time and these extra processes were designed out, reducing cost of goods. Over 100k units have been manufactured since the product launched for iPhone 14 in September 2022.
Collaboration with Apple Retail.
The second generation received a significant upgrade with the integration of Magsafe®, enabling the attachment of Apple and third-party accessories like the Wallet and Belkin Car Mount. The Flex Max was launched exclusively in Apple Stores in new frosted clear CMF.
Clear cases account for nearly 60% of retail sales so developing durable frosted finishes which still allowed the device within to be visible was a significant progression.
